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Sato, Shintaro, Akiko Arai, Yosuke Tsuji, and Mark Kay. "When Should a Brand Cut Ties With a Scandalized Endorser?" Communication & Sport 8, no. 2 (January 30, 2019): 215–35. http://dx.doi.org/10.1177/2167479519826054.
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It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk ( N = 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived “appropriateness” mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand.
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Vidyanata, Deandra. "Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity." Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 12, no. 1 (August 7, 2019): 62. http://dx.doi.org/10.20473/jmtt.v12i1.12812.
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The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.
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Dwivedi, Abhishek, Lester W. Johnson, and Robert E. McDonald. "Celebrity endorsement, self-brand connection and consumer-based brand equity." Journal of Product & Brand Management 24, no. 5 (August 17, 2015): 449–61. http://dx.doi.org/10.1108/jpbm-10-2014-0722.
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Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.
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Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.
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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
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Agnihotri, Arpita, Saurabh Bhattacharya, and Satya Prasad V.K. "Are multiple brand endorsements economically effective?" Journal of Product & Brand Management 27, no. 5 (August 20, 2018): 523–33. http://dx.doi.org/10.1108/jpbm-08-2017-1549.
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Purpose The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio. Design/methodology/approach Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India. Findings The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience. Originality/value Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.
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Swoboda, Bernhard, and Carolina Sinning. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations." Management International Review 61, no. 4 (August 2021): 563–98. http://dx.doi.org/10.1007/s11575-021-00450-1.
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AbstractMany multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling with cross-level interactions to analyze the typical direct and indirect effects of global corporate brand image and global product brand image on product purchase intention across nations. The authors rely on hierarchical data from 7660 consumer evaluations of a multinational corporation’s global corporate and product brands in 35 countries. Importantly, the results provide insights into country-specific moderators, i.e., the degree of country development and national culture, and the respective country portfolio. They further contribute to the application of theory and show a positive indirect effect of global corporate brand image on product purchase intention via global product brand image across nations. Additionally, a positive, although weaker, direct effect of global corporate brand image on product purchase intention is found. However, the degree of country development and national culture moderate both effects differently. This study provides new theoretical implications and shows that a country portfolio offers concrete hints for managers.
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Wang, Sai, and Ki Joon Kim. "Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification." Journal of Product & Brand Management 29, no. 1 (July 8, 2019): 114–23. http://dx.doi.org/10.1108/jpbm-10-2018-2064.
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Purpose In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and coupling) are largely dependent on the severity (i.e. high vs low) of celebrity transgressions and the degree to which they personally identify with the celebrity. Design/methodology/approach A between-subjects online experiment (N = 144) with two conditions, representing high- and low-severity celebrity transgressions, was conducted. Participants’ attitudes toward the celebrity and endorsed brand, their purchase intention for the endorsed product and the degrees to which they identified with the celebrity and adopted the three types of moral reasoning strategies were assessed. Findings The rationalization and decoupling strategies mediate the effects of highly negative information about a celebrity on consumer attitudes toward the celebrity and endorsed brand as well as on purchase intention for the endorsed product. In addition, consumers who identify strongly as fans of the celebrity in question are more likely to activate rationalization and decoupling strategies to process and evaluate transgressive behaviors than those with weaker fan identification. Originality/value By exploring the ways in which moral reasoning and fan identification work in processing negative information, this study provides insights into the psychological process through which negative news coverage of a celebrity endorser influences consumer attitudes and purchase intention.
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Liu, Matthew Tingchi, Yongdan Liu, and Lida L. Zhang. "Vlog and brand evaluations: the influence of parasocial interaction." Asia Pacific Journal of Marketing and Logistics 31, no. 2 (April 8, 2019): 419–36. http://dx.doi.org/10.1108/apjml-01-2018-0021.
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PurposeThe purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.Design/methodology/approachA questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.FindingsThe authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.Practical implicationsThe findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.Originality/valueThis study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.
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Rai, Jaskirat Singh, Anish Yousaf, Maher N. Itani, and Amanpreet Singh. "Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer." Sport, Business and Management: An International Journal 11, no. 3 (March 25, 2021): 340–61. http://dx.doi.org/10.1108/sbm-06-2020-0062.
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PurposeThis study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.Design/methodology/approachThe purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.FindingsThis study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.Research limitations/implicationsThis study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.Originality/valueThis study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.
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Kim, Jong-sung, and Jun-hwan Kim. "Endorsed brand strategy of Local Autonomous Entity by Seoul City - Combined Brand of Seoul City brand and 25 Local Autonomous Entity-." Journal of Communication Design 66 (January 31, 2019): 211–22. http://dx.doi.org/10.25111/jcd.2019.66.16.
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Kennedy, Eric. "I create, you create, we all create – for whom?" Journal of Product & Brand Management 26, no. 1 (March 20, 2017): 68–79. http://dx.doi.org/10.1108/jpbm-01-2016-1078.
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Purpose This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and purchase intention. Additionally, the study compares the differences of a social media post made by a brand and a social media post made by a celebrity who is endorsing the brand. Design/methodology/approach Two studies were developed. First, a 2 × 2 between-subjects’ experimental design analyzes the effects of prompted and non-prompted co-creation posts by a fictitious brand and celebrity. Study 2 looks to confirm the results of Study 1 using a 2 × 2 between-subjects’ experimental design with a real brand and celebrity for the social media post. Co-creation, brand commitment and purchase intention are the dependent variables in both studies. Findings The studies reveal that a prompted co-creation post – which is a post explicitly asking for consumer feedback – from a brand can increase brand commitment and purchase intention from consumers. Also, the study reveals that, when compared to a celebrity-endorsed message, a branded message shows an increase in brand commitment and purchase intention. The results support the general notion of attribution theory. Research limitations/implications First, the study focused exclusively on millennial consumers. While this group has significant purchasing power, testing the effects of co-creation messages on a more generalizable sample is warranted. Next, the survey takes place in an online social media setting. With the power of social media and e-commerce, this channel is certainly important to study. Practical implications The results of this study bring the co-creation literature into a new area of research. Extending attachment theory and attribution theory into co-creation creates numerous opportunities to further grow the knowledge of the co-creation phenomena. The findings provide insight into the power that a prompted co-creation message can have on a consumer, either from a brand or celebrity endorser source. Practitioners can place a value on prompted and non-prompted co-creation messages originating with a brand. In addition, the research will give practitioners insight into how messages of co-creation are received by millennial consumers. Originality/value This research is the first of its kind for co-creation literature. No research to date examines the effect that a brand or celebrity-endorsed co-creation prompt has on the behavior of millennial consumers. Very little, if any, empirical research has been conducted on the co-creation of brand.
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Brimah, B. A., W. D. Olanipekun, G. A. Olorunlambe, and S. Salawu. "The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students." SocioEconomic Challenges 4, no. 3 (2020): 104–12. http://dx.doi.org/10.21272/sec.4(3).104-112.2020.
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The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.
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Ilicic, Jasmina, Stacey M. Baxter, and Alicia Kulczynski. "The impact of age on consumer attachment to celebrities and endorsed brand attachment." Journal of Brand Management 23, no. 3 (March 4, 2016): 273–88. http://dx.doi.org/10.1057/bm.2016.5.
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Clayton, Tony, and Graham Turner. "Brands, Innovation and Growth: A Pims Study of Brand Value." International Journal of Innovation Management 02, no. 04 (December 1998): 455–68. http://dx.doi.org/10.1142/s1363919698000201.
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New research on the behaviour and performance of over 200 fast-moving consumer businesses selling through multiple outlets show that: (i) the "economic case" for branding can be demonstrated — there is evidence that brands can help producers bring new products and services to market, and that they help consumers exercise effective choice of "value for money"; (ii) branded producers are more innovative than their non-branded counterparts; (iii) branded producers typically create significantly more value added from investment in innovation; and (iv) non-price competition is particularly strong in the branded sector, with the key drivers of growth for individual businesses being improving value position, innovation advantage and reputation. Branded product markets show these "rules" for business growth much more clearly than businesses in the economy as a whole. In branded businesses, we can identify the impact of investment in intangibles — communication and technology development — through the strengthening of capabilities, the building of intangible business assets in the form of reputation, innovative edge and value advantage. This comprises a model for innovation which is both statistically valid and endorsed by practising managers.
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Ramadan, Zahy. "Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue." Qualitative Market Research: An International Journal 20, no. 3 (June 12, 2017): 335–53. http://dx.doi.org/10.1108/qmr-07-2016-0064.
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Purpose Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook. Design/methodology/approach A qualitative study was conducted, with a total of 40 respondents using face-to-face semi-structured interviews over two stages. While the first stage of the study focused on examining the saturation risk and its potential negative effects, the second one explored these risks specifically on the consumer–brand relationship on Facebook. The interviews were recorded, transcribed and then coded for analysis using NVivo 8. Findings Brands are overloading their followers with passively endorsed brand messages, which are negatively affecting consumers’ experience on Facebook, as well as the relationship with these brands. This overall dilution of the consumer–brand relationship on Facebook was hence found to be affecting interaction, similarity with friends, the system quality of the social networking site, as well as information quality. Furthermore, this dilution was found to be affecting brand likability, brand trust and brand association. Originality/value The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship.
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Portia, Opoku Boadi, Guoxin Li, and Antwi Philip. "The Effect of Personality (Brand Ambassadors) on Advertisement and Consumers Purchase Intentions in the Telecommunication Industry." International Journal of Customer Relationship Marketing and Management 8, no. 4 (October 2017): 1–11. http://dx.doi.org/10.4018/ijcrmm.2017100101.
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Celebrity advertisement is a popular method adopted by companies, and NGO's to increase the awareness of their product or service, sales and profit margin. The notion behind this strategy is that consumers and the general public usually endorse the lifestyle and personality of these celebrities. To this effect they tend to patronize the goods and services endorsed by such celebrities. The advertising literature does not mention much about these celebrity advertisement, therefore this research will bridge the gap by empirically testing to find out if celebrities have any influence on such advertisements and if they influence consumers purchase intentions. A self-administered questionnaire was distributed to 290 Ghanaians, using Glo Mobile Ghana Ltd as a case study. After analyzing the data received, the findings affirmed that celebrity advertisement does not always have a positive influence on products and consumers' purchase intentions. Conclusions and managerial implications are discussed
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Jin, S. Venus, Aziz Muqaddam, and Ehri Ryu. "Instafamous and social media influencer marketing." Marketing Intelligence & Planning 37, no. 5 (August 5, 2019): 567–79. http://dx.doi.org/10.1108/mip-09-2018-0375.
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Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
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Chang, En-Chi. "Influences of the spokes-character on brand equity antecedents." Asia Pacific Journal of Marketing and Logistics 26, no. 3 (June 3, 2014): 494–515. http://dx.doi.org/10.1108/apjml-02-2013-0030.
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Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.
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Sari, Ade Multi Davista. "Pengaruh Endorser Credibility terhadap Brand Equity ‘Shopee For Men’ dengan Self-Brand Connection sebagai Mediator." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 3, no. 2 (August 26, 2019): 145. http://dx.doi.org/10.31104/jsab.v3i2.123.
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Shopee is one of the markets that provide online trading platforms in Indonesia. Shopee is known by consumers as a brand associated with brands only for women. Though Shopee is a neutral market and is aimed at all circles. Brand equity. This will have an impact on consumer preferences including male consumers of the Shopee brand. Shopee has a strategy by launching the "Shopee for Men" program and using Bambang Pamungkas and Vincent Rompies as supporters to change consumer perceptions that Shopee is a market for all people and forms Shopee brand equity. The factor that can shape the equity band is the credibility of endorsers and their own brand connections. Therefore the purpose of this study was to determine the effect of endorser credibility on brand equity with self-brand connection as a mediator. This study uses a quantitative method with a type of descriptive causal research. The sampling technique in this study was purposive sampling which is a part of non probability. Respondents from this study were 100 consumers with male sex living on the island of Java. This study uses SEM-PLS data analysis techniques. The results of this study are endorser credibility, brand equity and self-brand connections in Shopee For Men in the high category. There is a positive influence between credibility of endorsers and brand equity and self-brand connections have an indirect influence or as a mediator between credibility of endorsers and brand equity.
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Kantabutra, Sooksan. "Exploring Relationships among Sustainability Organizational Culture Components at a Leading Asian Industrial Conglomerate." Sustainability 13, no. 4 (February 5, 2021): 1733. http://dx.doi.org/10.3390/su13041733.
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Although it is well recognized that organizational culture is important for ensuring corporate sustainability, most existing models on an organizational culture do not have a sustainability-oriented organizational culture. While a few models about sustainability organizational culture are available, they focus on a particular aspect of the sustainability organizational culture (e.g., strategy, practice). To fill in the gap in the literature, the present study aims at developing a sustainability organizational culture model. It identifies components of a sustainability organizational culture, develops an Integrated Sustainability Organizational Culture model, and explores the model by adopting the case study approach, mixed data collection methods, and the working analytical framework. As an empirical contribution, findings indicate that, through a widely shared organizational culture, the sustainability organizational vision and values drive emotionally committed organizational members to perform corporate sustainability practices that lead to enhanced Triple Bottom Line outputs, satisfied stakeholders, and brand equity. As a theoretical contribution, the empirically endorsed Integrated Sustainability Organizational Culture model provides directions for further theoretical development. Managerial implications are discussed.
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Astuti, Putu Ayu Swandewi, Mary Assunta, and Becky Freeman. "Raising generation ‘A’: a case study of millennial tobacco company marketing in Indonesia." Tobacco Control 27, e1 (July 2018): e41-e49. http://dx.doi.org/10.1136/tobaccocontrol-2017-054131.
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ObjectiveTo describe the Sampoerna A [A] brand marketing techniques and practices and how event-based sponsorship leverages company websites and popular social media channels to reach and engage young people.MethodThis case study was built from three main data sources. First, HM Sampoerna company reports, corporate websites and other online sources were reviewed. Second, four pairs of observers conducted an observation survey; systematically auditing and documenting tobacco promotion and advertising at the 2016 SoundrenAline concert. Finally, social media data were obtained from an iterative search of hashtags of Instagram posts. The 10 most frequently used hashtags related to the concert were reviewed and documented.ResultsA brand marketing includes sponsorship of a music concert series, a limited edition A Mild cigarette package and promotion of virtual events on company websites and social media channels. Instagram boosted promotion with more than 25 000 posts for the two most popular hashtags endorsed during the concerts. Marketing activities targeted young people by focusing on creativity, freedom of expression and audience engagement. The corporate website ‘goaheadpeople.id’ served as both a promotional medium and online community.ConclusionInternet and social media channels are key to Sampoerna’s marketing strategy in Indonesia. Internet-based marketing run alongside conventional advertising likely increases Indonesian youth exposure to cigarette marketing. This case study also provides evidence that Sampoerna evaded current tobacco advertising regulations. Subnational governments can play a stronger role in restricting tobacco advertising, promotion and sponsorship by more effectively enforcing current regulation.
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Xie, Karen L., and Young Jin Lee. "Hotels at fingertips: informational cues in consumer conversion from search, click-through, to book." Journal of Hospitality and Tourism Technology 11, no. 1 (June 5, 2019): 49–67. http://dx.doi.org/10.1108/jhtt-03-2017-0026.
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Purpose When shopping for hotels online, consumers usually follow a sequential process of search, click-through and book. How to maximize consumer conversion on the path to purchase and prevent potential customers from giving up the online search remains an important topic to hotel marketers and online travel agents (OTAs). The purpose of this study is to understand how informational cues displayed in an online hotel search process, including quality indicators, brand affiliation, incentives (discounted price and promotion) and position in the search results, influence consumer conversion from one stage to another. Design/methodology/approach The authors collected clickstream data of hotel search from Expedia. The data include information on individual consumers’ click-through and booking, as well as events leading up to the conversions (or failure to convert) from search, click-through to book. It contains 940,164 hotels searched and displayed in 39,574 online search queries made by users in a regional US market between November 1, 2012 and June 20, 2013. The modeling strategy comprised the Heckman model and random effects model, which integrated sequential consumer behavior in different problem-solving stages while accounting for heterogeneity across different hotels online. Findings The authors find that consumers rely on informational cues displayed online to make decisions about hotel booking. Specifically, consumers tend to click through hotels with higher consumer-generated ratings and industry-endorsed ratings. However, they tend to rely on consumer-generated ratings rather than industry-endorsed ratings when committing to a booking. Moreover, consumers are strongly responsive to incentives (discounted price and promotion) when clicking-through and booking a hotel. Finally, the likelihood of consumer conversions from search to click-through and booking is higher for hotels with brand affiliation and higher positions in the search results. Originality/value This research provides critical managerial implications of online search for hotel marketers and OTAs. The results inform hotel marketers and OTAs on how consumers respond to informational cues displayed in their search process and how these informational cues influence consumer conversion from one stage to another. The sequential problem-solving process of search, click-through and booking disclosed in this study also helps hotel marketers to identify customer conversion opportunities using effective informational cues.
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Ilicic, Jasmina, and Cynthia M. Webster. "Consumer values of corporate and celebrity brand associations." Qualitative Market Research: An International Journal 18, no. 2 (April 13, 2015): 164–87. http://dx.doi.org/10.1108/qmr-06-2013-0037.
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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
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Yeh, Jin-Tsann, and Chyong-Ling Lin. "Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior." Social Behavior and Personality: an international journal 38, no. 2 (March 1, 2010): 249–56. http://dx.doi.org/10.2224/sbp.2010.38.2.249.
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In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.
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Assalam, Nurdiana Haddad, and Aryo Wibisono. "DAMPAK CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK CAFFINO MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING." Journal MISSY (Management and Business Strategy) 1, no. 1 (February 11, 2021): 36–44. http://dx.doi.org/10.24929/missy.v1i1.1239.
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Nowadays, coffee has become part of the lifestyle of all groups, both young people and adults, with it making companies happy to win the right market strategy to win the market. As is done by PT Sumber Kopi Prima which promotes its product in the form of Caffino by using the celebrity endorser strategy. The purpose of this study is to determine the impact of celebrity endorsers on buying interest in Caffino products through brand equity as an intervening variable. The method used was purposive sampling. And the results of this study are celebrity endorser has no impact on purchase intention, and brand equity has an impact on purchase intention, while the indirect effect of celebrity endorser on purchase intention through brand equity has a positive and significant effect.
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Dentoni, Domenico, and Thomas Reardon. "Small farms building global brands through social networks." Journal on Chain and Network Science 10, no. 3 (January 1, 2010): 159–71. http://dx.doi.org/10.3920/jcns2010.x183.
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Small farms have the option of competing in the global market by pursuing a niche brand differentiation strategy. However, they usually face tight financial constraints when attempting to build a food brand that meets both the desires of a small segment of distant final consumers and the requirements of its international buyers. In this study, we explore how small farms can use social networks to start transacting with international buyers and to build global niche brands. Following a 'grounded theory' approach, we analyzed the evidence collected from 34 cases of small farms producing single-estate extra-virgin olive oil and other specialty food products in Italy. The analysis led to the following conclusions. First, small olive oil farmers can build brand associations and perceived brand quality, and ultimately brand equity, by developing social ties with third-party endorsers that are outside the product supply chain but have high status in the market. Second, to intentionally develop these social ties, small olive oil farmers need to obtain information both on (a) international consumer preferences for olive oil attributes and (b) which actors have the high status to endorse and promote the individual brands. Third, use of social ties with high-status endorsers for brand development is more effective when international consumers' familiarity with the product is lower and their preference for credence attributes stronger. While concerning a developed country that moreover enjoys a strong reputation in relation to the product, we posit that this study is rich with lessons for small producers of specialty food in both developed and developing regions whose reputations associated with the specific products are high. From a policy perspective, this study suggests that public market development programs can play a key facilitation role for the development of social networks linking small companies and international buyers by providing relevant market information on third-party endorsers as well as final consumers and buyers.
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Bulan, Setia Indah Setara, and Ratih Hasanah Sudrajat. "Pengaruh Penggunaan Celebrity Endorser Arief Muhammad di Instagram Terhadap Brand Image Erigo Store." JURNAL SOSIAL POLITIK 5, no. 2 (December 20, 2019): 322. http://dx.doi.org/10.22219/sospol.v5i2.8505.
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In Indonesia there are already many popular local products market their products using social media, which one is in the fashion field, namely local t-shirts. The IDN Times article mentions there are 10 highly recommended local brands namely Erigo, Oomaoo, Sans, Monstore, Thanksinsomnia, Kamengski, Yogs, Sunday Sunday Co., Thinkcookcook, and Dreambirds Artwear. Erigo Store get first ranked with the number of Instagram followers 376.000 in September 2018 so Erigo Store as a local brand already has fans among the people of Indonesia. Seeing this phenomenon, it can be seen that brands have a very important role. To build the Erigo brand into a brand that can be trusted by the public, a strategy is needed to strengthen a brand, which one is through endorsement. To find out the effect of using Celebrity endorser on brand image, this research focus on examining Erigo. Purpose of this study to find the influence of celebrity endorser Arief Muhammad on Instagram Erigo brand image and how much affected partially. Method in this study is quantitative with type descriptive and causal research. Sampling technique using non-probability sampling method of purposive sampling, with respondents 100 people. Data analysis technique is descriptive analysis, classic assumption test, simple linear regression analysis, coefficient determination and hypothesis testing. The results of the t-test found the celebrity endorser had influence on the brand image. This is evidenced by thitung (9,918)> ttable (1,661). Based on result determination coefficient, celebrity endorser Arief Muhammad had an influence of 50.1% on the Erigo brand image.
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Purbohastuti, Arum wahyuni, and Asmi Ayuning Hidayah. "MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER." Jurnal Bisnis Terapan 4, no. 1 (June 26, 2020): 37–46. http://dx.doi.org/10.24123/jbt.v4i1.2480.
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Abstrak
Persaingan yang ketat dipasar online memaksa setiap pemasar di industri ini untuk menggunakan strategi pemasaran yang efektif untuk bertahan dan memenangkan persaingan dengan menggunakan berbagai macam cara. Salah satunya banyak pemasar yang menggunakan celebrity endorser untuk mendongkrak minat beli konsumen terhadap produk yang ditawarkan. Penelitian ini bertujuan untuk menguji model penelitian yang menggambarkan peran celebrity endorser dalam meningkatkan minat beli konsumen terhadap produknya. Hasil penelitian diharapkan dapat meningkatkan kemampuan pemasar dalam menghadapi persaingan dengan melibatkan celebrity endorser. Pendekatan dalam penelitian ini adalah kuantitatif dan kausal. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 konsumen pengguna aplikasi Shopee di kota Serang dengan teknik sampling Accidental. Teknik analisis yang akan digunakan adalah SEM dengan bantuan sofware AMOS.
Kata Kunci: Minat Beli, Celebrity Endorser (Endorser Credibility), Brand Credibility, Brand Equity
Abstract
Intense competition in the online market forces every challenge in the industry to use effective marketing strategies to survive and compete with competition in a variety of ways. One of the many marketers who use celebrity endorsers to boost consumer buying interest in the products offered. This study suggests discussing a research model that discusses the role of celebrity endorsers in increasing consumer buying interest in their products. The results of the study are expected to increase the ability of viewers in supporting celebrity endorser competitors. The purpose of this study is quantitative and causal. Data collection was carried out by distributing questionnaires to 100 consumers who use the Shopee application in Serang city with an accidental sampling technique. The analysis technique that will be used is SEM with the help of AMOS software.Keywords: Buying Interest, Celebrity Endorser, Brand Credibility, Brand Equity
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Zhu, Yu-Qian, Dinna Amelina, and David C. Yen. "Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia." Journal of Electronic Commerce in Organizations 18, no. 1 (January 2020): 1–17. http://dx.doi.org/10.4018/jeco.2020010101.
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Based on the source credibility model and social network aspects, the authors investigated how endorsement on social media affects consumers' perception of the brand, attractiveness of the product, and ultimately, their impulse to buy. It was postulated that the endorsers' attractiveness, expertise, and trustworthiness, along with their interactivity with followers to be positively related with consumers' attitude toward the brand and merchandise attractiveness, which in turn led to impulse to purchase. These hypotheses were tested by conducting online survey with 204 participants in Indonesia. Study findings indicate that attitude toward brand was influenced by attractiveness and trustworthiness of the endorser, product attractiveness was positively associated with expertise and trustworthiness of the endorser. Brand attitude and merchandise attractiveness, in turn, are positively related to impulse to purchase.
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Vredenburg, Jessica, and Marilyn Giroux. "What did Ryan Lochte do? The double-edged sword of endorsers behaving badly." International Journal of Sports Marketing and Sponsorship 19, no. 3 (August 6, 2018): 290–305. http://dx.doi.org/10.1108/ijsms-02-2017-0012.
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Purpose Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement in scandals. The purpose of this paper is to examine how brands can use endorsement exit strategies to minimize and even benefit from negative situations involving its endorser. Design/methodology/approach After a review of celebrity endorsement literature, the paper investigates the Rio Olympic Games robbery scandal involving American swimmer Ryan Lochte as a detailed case. By studying the timeline of sponsor-related activities, relevant theories and brand outcomes through Google Trends, indications of a calculated and strategic exit from the endorsement relationship emerge. Findings The case analysis establishes that sponsors can successfully leverage the negative associations toward a disgraced endorser. Based on the process of meaning transfer, this case proposes that sponsors can benefit from its public dissociation from the endorser and gain awareness from this separation. Originality/value This paper is the first study to examine the positive impact of a celebrity endorsement scandal. It highlights the need for managers to actively prepare endorsement exit strategies in the event of negative associations or endorser actions. The timing and scope of the exit strategy can both limit negative meaning transfer, and leverage the situation creating positive perceptions of integrity and ethics for the sponsor.
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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez, and Bashar S. Gammoh. "Corporate brands as brand allies." Journal of Product & Brand Management 27, no. 1 (February 12, 2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.
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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.
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Yin, Cheng-Yue, Nan Bi, Patrick Poon, and Yang Sun. "Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising." Asia Pacific Journal of Marketing and Logistics 32, no. 2 (September 11, 2019): 406–27. http://dx.doi.org/10.1108/apjml-12-2018-0518.
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Purpose The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction. Design/methodology/approach Two online experiments were conducted. Study 1 was a 2×2 factorial design (with 280 participants), while Study 2 was a 2×2 ×2 factorial design (with 320 participants). Data were analyzed using a multivariate analysis of variance (MANOVA) test and simple effect analysis. Findings Results demonstrated that Chinese female consumers are more likely to have a positive attitude toward advertisements for luxury goods and brands when a local Chinese (vs Western) endorser is used and portrayed as smart (vs sexy), particularly if consumers have low appearance self-esteem. Research limitations/implications The research focused only on female consumers and only one product type was used for the experiments. The use of controls for potential confounding effects was insufficient in this study design. Practical implications To maximize profits, marketers should choose the most appropriate combination of endorser ethnicity and portrayal in the Chinese luxury goods market. Accordingly, if adopting a localization strategy and using a Chinese female endorser, the endorser should be portrayed as smart rather than sexy. In contrast, if a luxury brand adopts an internationalization strategy and uses the same Western female endorser as in other countries, it is more effective to portray her as sexy rather than smart. Furthermore, advertisers should pay particular attention to Chinese female consumers who have low appearance self-esteem when advertising their product and/or brand. Originality/value Compared with past studies concerned with consumers’ perceptions of endorser image in advertisements through a focus on endorser ethnicity, this study linked endorser portrayal with his/her ethnicity and discussed the interaction effects between these two factors on consumers’ attitudes toward the advertisement and the brand portrayed in the advertisement. The findings herein contribute new insights to the body of work on luxury marketing and endorser advertising.
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Jun, Sunghee, and Jisu Yi. "What makes followers loyal? The role of influencer interactivity in building influencer brand equity." Journal of Product & Brand Management 29, no. 6 (June 30, 2020): 803–14. http://dx.doi.org/10.1108/jpbm-02-2019-2280.
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Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling. Findings The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust. Originality/value This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.
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Balmer, John M. T. "Corporate identity, corporate identity scholarship and Wally Olins (1930-2014)." Corporate Communications: An International Journal 20, no. 1 (February 2, 2015): 4–10. http://dx.doi.org/10.1108/ccij-08-2014-0052.
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Purpose – The role of Wally Olins (1930-2014) vis-à-vis corporate identity scholarship is appraised. The paper aims to discuss this issue. Design/methodology/approach – A review of Wally Olins published output on corporate identity. Specific focus is accorded to his two seminal publications (books): The Corporate Personality: An Inquiry into the Nature of Corporate Identity (1978) and Corporate Identity: Making Business Strategy Visible through Design (1989). Findings – Olins’ contribution to corporate identity scholarship is fivefold, namely: inspired and greatly influenced the first generation of corporate communications and corporate marketing academics; provided binary definitions of corporate identity; noted the importance of the Corporate Personality vis-à-vis the corporate identity; introduced the heroic and technocratic identity notions; and identified three, core, corporate identity structures (monolithic identity, endorsed identity and branded identity). In terms of his entire opus three distinct eras can be discerned, namely: 1978-1979: the identity exposition era; 1985-1999: the identity reiteration era; and 2000-2014 brand adherent era. Practical implications – Olins was also part of the English corporate marketing revolution where the importance of organisations (other than products and services) were recognised. His reflections and those of others inspired Balmer (1998) to formally introduced the corporate marketing perspective where the focus of marketing focuses on organisations, stakeholders, societal concerns and the temporal dimension. Originality/value – This is the first assessment of Olins’ influence on corporate identity scholarship. It critically appraises the nature of his contribution in his three writing periods vis-a-vis corporate identity scholarship and identifies five, significant, contributions he has made to the corporate identity canon.
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Wahyudi, Hijrah. "THE STRATEGY OF CELEBRITY ENDORSER AND BRAND IMAGE IN DECISIONS ON SHAMPOO VARIAN HIJAB BUYING INTEREST." Jurnal Ekonomi Integra 11, no. 2 (June 12, 2021): 130. http://dx.doi.org/10.51195/iga.v11i2.155.
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This research aims to determine the strategy of celebrity endorser which is mediated by brand image in the decision to buy hijab shampoo. Data processing in this research uses the parametric-statistic specially analysis of Mediation using the software statistic JASP 0.14.1. Using primary data obtained from the result of filling questionnaire and secondary data obtained data source in the form of physical and digital literature. The results of this research derived from 100 respondents showed celebrity endorser which is mediated by brand image has a significant influence on the decision of hijabers to buy hijab shampoo. Popularity and manner of celebrity endorser can increase brand image of hijab shampoo. So, the company should be promote hijab shampoo by using the popular celebrity who have the good manner.
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Kowalewska, Kinga. "The effectiveness of celebrity endorsements in Polish magazines." Annales. Etyka w Życiu Gospodarczym 21, no. 4 (March 19, 2018): 31–44. http://dx.doi.org/10.18778/1899-2226.21.4.04.
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Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
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Kumar, Jitender, and Jogendra Kumar Nayak. "Brand engagement without brand ownership: a case of non-brand owner community members." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 216–30. http://dx.doi.org/10.1108/jpbm-04-2018-1840.
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PurposeConsidering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.Design/methodology/approachData were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.FindingsThe results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.Research limitations/implicationsThe primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.Practical implicationsThe study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.Originality/valueThe study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among “non-owner community members”; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.
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Isfahami, Mubdi Mulya, Ratih Hurriyati, and Puspo Dewi Dirgantari. "Pengaruh Brand Trust dan Celebrity Endorse terhadap Keputusan Pembelian Konsumen." Jurnal Bisnis dan Kewirausahaan 17, no. 2 (July 23, 2021): 177–86. http://dx.doi.org/10.31940/jbk.v17i2.2571.
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Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan celebrity endorse terhadap keputusan pembelian dari konsumen. Saat ini banyak bisnis yang mencoba menerapkan strategi viral marketing, tetapi masih banyak yang tidak mendukung tujuan penerapan strategi itu sendiri. Strategi viral marketing yaitu: trust brand dan celebrity endorsment. bisnis yang membuat strategi viral marketing sebagai cara untuk memasarkan dan memperkenalkan produknya adalah Zhofira. Teori yang digunakan dalam penelitian ini adalah Viral marketing, keputusan pembelian, kepercayaan merek, dan celebrity endorsement sebagai peneliti untuk melakukan penelitian, untuk membuktikan pengaruh (X1) kepercayaan merek, (X2) celebrity endorsement terhadap (Y) keputusan pembelian. Metode penelitian yang digunakan adalah metode kuantitatif. Penelitian ini menggunakan sampel dari populasi sebanyak 384 responden, teknik pengambilan sampel yang digunakan adalah probability sampling yaitu teknik pengambilan sampel yang memberikan kesempatan sama bagi setiap unsur populasi untuk dipilih menjadi sampel. Penulis melakukan analisis regresi berganda dan menguji asumsi klasik sebelum melakukan analisis regresi berganda. Pada hasil analisis regresi berganda menunjukkan hasil “R Square” 0,515 atau 51,5%, yang dapat diartikan sebagai variabel (X1) dan (X2) mempunyai pengaruh terhadap (Y) sebesar 51,5%. Sedangkan sisanya 48,5% ada faktor lain. Hal ini dapat dinyatakan tidak relevan lagi karena nilai faktor lebih besar dari (X1) dan (X2).
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Borges-Tiago, Maria Teresa, Flavio Tiago, José Manuel Veríssimo, and Tiago Silva. "A brand-new world: brand-endorsers-users fit on social media." Academia Revista Latinoamericana de Administración 32, no. 4 (November 4, 2019): 472–86. http://dx.doi.org/10.1108/arla-02-2019-0047.
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Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated. Findings Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand. Originality/value This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.
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Kim, Sojung, Ka Yi Luk, Binfang Xia, Nan Xu, and Xinzhu Yin. "GLOCALIZATION STRATEGY IN CHINA THE EFFECTS OF BRAND NAME AND ENDORSER ETHNICITY." Global Fashion Management Conference 2017 (July 6, 2017): 191–95. http://dx.doi.org/10.15444/gfmc2017.03.03.03.
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Wardhana, Daniel Yudistya. "PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN." KINERJA 20, no. 1 (August 24, 2016): 13. http://dx.doi.org/10.24002/kinerja.v20i1.694.
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AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan
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Charry, Karine, and Nathalie T. M. Demoulin. "Children’s response to co-branded products: the facilitating role of fit." International Journal of Retail & Distribution Management 42, no. 11/12 (December 1, 2014): 1032–52. http://dx.doi.org/10.1108/ijrdm-08-2013-0166.
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Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial implications for both brands. Design/methodology/approach – A leisure centre-based survey was used to collect information on children’s attitudes, evaluations of fit and consumption intentions of co-branded products. Findings – The findings confirm that co-branding strategies may have a very positive impact on attitudes towards partner brands, intentions to consume co-branded products and the host brand. They also indicate that consumption intentions for other products from the host product category are enhanced. From a theoretical perspective, the study stresses the essential mediating role of brand fit. Indeed, this construct appears to enable preadolescents to integrate simultaneous evaluations of two brands while constructing their attitudes towards one product. The asymmetric spill-over effect is also confirmed, with the non-familiar (weaker) brand benefiting more from the co-branding than the familiar (strong) brand. Research limitations/implications – The main limitations pertain to the small sample size and the absence of direct behavioural measures that could be added through later research. It would also be interesting to study further the concept of fit and the nature of the underlying mediating process (cognitive vs affective) among the target audience, as well as to analyse the impact of the various types of co-branding (functional vs symbolic). Practical implications – The derived guidelines suggest how non-familiar brands to the pre-adolescent target (including retailers’ brand) may expand their businesses through successful alliances with a more familiar brand that is viewed favourably. Social implications – In this study, concerns were high to select a co-branded product that does not harm children’s health, to the contrary (vegetable soup with cheese). The results demonstrate that the tactic may increase the target’s intentions to eat products that it would not necessarily fancy (as often the case for healthy products) while contributing to the positive development of economic actors. In this, the paper shows that economic interests should not always be opposed to social welfare. Originality/value – This study investigates the very popular strategy of brand alliance among an original target (eight-to 12-year-olds) and identifies the original process through which preadolescents appraise two brands that endorse one product, a unique marketing context. This represents an important starting point to further studies on brand alliances.
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Ahmed, Afzal, Suman Talreja, and Hina Naz. "Building Consumer-Based Brand Equity in Retail Banks: A Quantitative Study On a Pakistani Star Bank." ETIKONOMI 17, no. 2 (August 11, 2018): 253–64. http://dx.doi.org/10.15408/etk.v17i2.6728.
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Firms are striving to increase their brand equity that ultimately leads to an increase in profitability. The purpose of the study is to identify the causal relationship of endorser's credibility with Brand credibility and its meditating role on consumer-based brand equity in the banking sector of Pakistan. 384 active HBC account holders taken as the sample and data collected through a comprehensive questionnaire. Correlation and regression analysis were conducted to test the factors of attractiveness, expertise, trustworthiness, and popularity on Brand credibility and further its effect on Brand equity. The results suggest that in banking sector firm Expertise of endorser is the most significant factor followed by trustworthiness and popularity that influence brand credibility and attractiveness does not have any impact on brand credibility. The study provides an understanding of brand building strategy, and it also highlights a clear brand differentiation strategy for bank brands.DOI: 10.15408/etk.v17i2.6728
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Muda, Mazzini, Rosidah Musa, and Lennora Putit. "Celebrity Endorsement in Advertising: A double-edged Sword." Journal of ASIAN Behavioural Studies 2, no. 3 (April 1, 2017): 21. http://dx.doi.org/10.21834/jabs.v2i3.188.
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The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity’s qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.
Keywords: clutter, celebrity endorsement, benefits, risks
© 2017. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
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Kim, Sojung, Ka Yi Luk, Binfang Xia, Nan Xu, and Xinzhu Yin. "Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China?" International Journal of Advertising 39, no. 6 (January 12, 2019): 824–42. http://dx.doi.org/10.1080/02650487.2018.1548197.
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Citra, Tyara, and Magda Harahap. "Celebrity Endorsement in Social Media to Enhance Brand Image & Brand Loyalty." Communicare : Journal of Communication Studies 5, no. 1 (January 29, 2019): 19. http://dx.doi.org/10.37535/101005120182.
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Today, many companies used social media as their marketing tools, small businesses even use social media as their core platform to market their products or services, as for big companies are using it to create their brand image and directly engage with their audience. Celebrity is also perceived to be more credible and trustworthy to be representing a brand that is specifically matched with the celebrity’s image. The first purpose of this paper is to therefore understand the strategy and implementation of using a celebrity endorser through social media activities to enhance brand image and brand loyalty of a fast-moving consumer goods brand. Additionally, this paper is using a comparative approach by comparing in total of ten similar studies conducted to gain insights about celebrity endorsement, social media, brand image and brand loyalty. The paper concludes by discussing the implications of the study based on previous studies and pre-research conducted that can be applied by industrial practitioners to help them achieve their marketing objectives.
Keywords: Social media, celebrity endorsement, brand image, brand loyalty
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Jolly, Rosma. "Celebrity Endorsement Solving the Destination Marketing Puzzle." Atna - Journal of Tourism Studies 11, no. 2 (July 1, 2016): 17–42. http://dx.doi.org/10.12727/ajts.16.2.
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Celebrity endorsement advertising has become an essential element of the advertising strategy. Celebrity endorsement is one of the ways out for marketing problems. An advertisement that uses celebrity endorsers enjoys high recognition among the consumers. It helps the consumer to recognise and recall the brand thus influencing the buying behavior. Since celebrity endorsers create an elevated effect on purchase decision of consumers, producers and retailers always prefer to use celebrities in their advertisement. Further, it will add on to the impact rate if the celebrity endorser is endorsingthe product or service for an extended or longer period. Travel and tourism is one of the largest service sectors in India. The main aim of this industry is to develop and promote tourism, maintain and increase the competitiveness of India as a tourist destination, improve and expand existing tourism products to ensure employment generation and thus bringing about economic growth to India. The paper also investigates the various motivating factors of the endorsers taken into consideration to visit the advertised destination. For this,the most important factors of celebrity endorsement were taken note of through extensive literature reviews. Making an inspection on the Swatch Bharat scheme and the involvement of celebrities gives more relevance to the study. The data used was partially primary and partially secondary so that all the aspects could be identified and covered. The data was analysed with the help of statistical package for the social science SPSS with tests such as One sample t-test, ANOVA, Chi Square test, Friedman test.
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Carvalho, Catarina Peixoto, and Antonio Azevedo. "Do glamour, self-sexualisation and scopophilia influence celebrity endorsement?" EuroMed Journal of Business 13, no. 1 (May 8, 2018): 86–101. http://dx.doi.org/10.1108/emjb-01-2017-0003.
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Purpose The purpose of this paper is to discuss the influence of glamour, scopophilia and self-sexualisation in luxury celebrity endorsement. Design/methodology/approach In step 1, an experimental study was conducted with 100 respondents assessing the response towards manipulated print ad stimuli operationalizing the influence (in general terms) of lay out, endorser’s beauty pattern, body language (cool, smile appeal, sex appeal and disruptive), gazing and landscape. In step 2, respondents evaluated their response towards five perfume print ads retrieved from real advertising campaigns with different brand personalities (DKNY, Moschino, Chanel, Gucci and Boss). Findings The ideal copy strategy is: a couple of brunette Caucasian endorsers; “close-up” photo; sexy body language; indirect smiling gaze; and urban landscape. Multiple regression models were built for each ad/brand (personality) in order to predict the willingness to pay for a bottle of perfume. Research limitations/implications The paper suggests a holistic theoretical framework describing the influence of celebrity characteristics, advertising copy strategy, social-cultural trends and brand variables in the advertising processing. Practical implications Advertising copywriters and brand managers must control the role of glamour and the self-consciousness of women seduction power in branding advertising. Social implications Glamour, scopophilia or self-sexualisation are three different concepts which have a lot of sociological implications because they influence the way as the society perceive the role of women as endorsers in advertising, but also in other life dimensions. Originality/value This paper fills a gap in the literature, since this paper make an innovative analysis of the influence of these recent post-modernist socio-cultural trends.
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Prasojo, Eko. "PENGARUH CELEBRITY ENDORSEMENT TERHADAP MINAT BELI MELALUI BRAND IMAGE." Jurnal Riset Manajemen dan Bisnis 14, no. 2 (January 29, 2020): 83. http://dx.doi.org/10.21460/jrmb.2019.142.338.
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ABSTRAKSI Selebriti terkenal menjadi pertimbangan yang amat besar untuk menjadi komunikator dalam sebuah iklan, yang biasa disebut sebagai selebriti endorser. Selebriti yang sedang naik daun atau popular diyakini dapat lebih mempengaruhi seseorang untuk mengambil tindakan tertentu sesuai dengan tujuan awal. Iklan adalah salah satu strategi yang dilakukan perusahaan untuk mengomunikasikan produk dan mengenalkan sebuah merek. Bentuk komunikasi ini dapat dilakukan dengan berbagai macam cara, salah satu contohnya adalah iklan yang dipakai oleh produk Luwak White Koffie, dimana didalam iklannya menggunakan Celebrity Endorsement yang bertujuan untuk menarik perhatian calon konsumen ketika melihatnya. Celebrity Endorsement dapat membawa dampak pada dunia periklanan, tergantung dari kepribadian dan kepopuleran dari selebriti tersebut. Tujuan dari penelitian ini adalah untuk mengetahui Kredibilitas Celebrity Endorsement terhadap Brand Image, untuk mengetahui Keahlian Celebrity Endorsement terhadap Brand Image, untuk mengetahui Daya Tarik Celebrity Endorsement terhadap Brand Image, untuk mengetahui Kepercayaan (trustworthiness) Celebrity Endorsement terhadap Brand Image, untuk mengetahui power Celebrity Endorsement terhadap Brand Image serta untuk mengetahui Brand Image terhadap Minat Beli. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kredibilitas, keahlian, dayatarik, kepercayaan, power (kekuatan) terhadap brand image pada konsumen produk Luwak White Koffie serta terdapat pengaruh positif dan signifikan antara brand image terhadap minat beli konsumen produk Luwak White Koffie di Kota Tegal. Kata kunci : Celebrity Endorsement, Brand Image dan Minat BeliABSTRACT Famous celebrities are a huge consideration for being a communicator in an advertisement, commonly referred to as endorser celebrity. Celebrities who are on the rise or popular are believed to be more able to influence someone to take certain actions in accordance with the initial purpose. Advertising is one of the strategies undertaken by companies to communicate products and introduce a brand. This form of communication can be done in a variety of ways, one of which is the advertisement used by Luwak White Koffie's products, in which the ad uses Celebrity Endorsement which aims to attract the attention of potential consumers when they see it. Celebrity Endorsement can have an impact on the world of advertising, depending on the personality and popularity of the celebrity. The purpose of this study is to determine the credibility of Celebrity Endorsement on Brand Image, to know the Celebrity Endorsement Expertise on Brand Image, to determine the Attractiveness of Celebrity Endorsement towards Brand Image, to find out the trustworthiness of Celebrity Endorsement towards Brand Image, to determine the Celebrity Endorsement power Brand Image and to find out the Brand Image of Buying Interest. The results showed that there was a positive and significant influence between credibility, expertise, attractiveness, trust, power (strength) on brand image of Luwak White Koffie consumers and there was a positive and significant effect between brand image on consumer buying interest of Luwak White Koffie products in the City Tegal. Keywords: Celebrity Endorsement, Brand Image and Purchase Interest
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Gabrielli, Veronica, and Ilaria Baghi. "How to choose the endorser: An experimental analysis on the effects of fit and notoriety." MERCATI & COMPETITIVITÀ, no. 4 (January 2020): 57–89. http://dx.doi.org/10.3280/mc4-2019oa9058.
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The present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the founder or external as a web influencer). An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations. From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences among the three fit typologies investigated. The typicality fit reveals to be the less effective in increasing attitude and other behavioural effects on consumers in spite of the large adoption of this kind of fit by companies. Instead, the imagery fit, seems to be the most impactful in terms of positive word of mouth activation and viral communication activities, at the same level at the categorical one. Moreover, the categorical fit induces the wider range of positive effect on the dependent variables (attitudes, willingness to pay and willingness to buy). Another interesting contribution is that the presence of an appropriate fit (in particular the categorical one) is able to compensate the absence of endorser notoriety and, on the average, the usage of a very popular endorser from the same domain of the brand is not necessary more effective in comparison with a not well-known endorser form the same domain. This result is the peak of the present research from a managerial point of view, as it leads to consider the opportunity to support the emerging practices by which companies turn to not well-known people (disclosing the founder, or presenting some workers, or adopting a common consumer as an influencer). The endorser not well-known, but presented with an adequate story-telling might be the best choice: less onerous and more effective than a big unrelated celebrity.